SWOT Analysis Marketing 2024 – What Is SWOT Analysis?

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What Is SWOT Analysis?

SWOT (strengths and weaknesses potentials, threats, and strengths) analysis provides a model utilized to evaluate the business’s competitiveness and also to formulate strategies. SWOT analysis evaluates both external and internal factors, in addition to current as well as future possibilities.

The SWOT analysis is intended to provide a real-world and fact-based look of the advantages and the weaknesses of an organization, its initiatives or in its field. The company must ensure that the analysis as accurate as possible by avoiding preconceived notions or grey areas, instead focusing on actual situations. Businesses should utilize the analysis as a reference and not as a definitive prescription.

Key Takeaways:

  • SWOT analysis is a method of planning that offers evaluation tools.
  • Recognizing the strengths and weaknesses of your core opportunities, threats, and strengths results in facts-based analysis, fresh perspectives, and innovative concepts.
  • SWOT analysis is most effective when diverse voices or groups within an organization have the freedom to offer real information rather than prescriptive messages.

SWOT Analysis:

How to Do a SWOT Analysis

The SWOT assessment is an effective strategy to evaluate the performance, competitiveness potential, and risk of a company, and also as a an element of a company like an individual product line or division or an industry or any other type of organization.

Utilizing both external and internal data The technique can help businesses choose strategies that are more likely to yield results and away from strategies that have proven to be or will be less successful. The independent SWOT analyst, investor or competitors may also be able to assist in determining whether an organization or product line or sector is good or weak and what the reason is.

A Visual Overview:

Analysts offer the SWOT analysis in the form of it is a square that has been divided into four quadrants, each devoted to a specific aspect of SWOT. This graphic arrangement gives a brief overview of the business’s position. While all the aspects under one heading may not be equally important however, they should provide crucial information about the ratio of risks and opportunities, benefits and drawbacks etc.

SWOT Analysis was first used to evaluate the performance of businesses. Nowadays, it is utilized by non-profits, government agencies as well as individuals, such as entrepreneurs and investors.


Strengths are the things an organization is able to excel in and what makes it different from its other competitors with a solid brand, a loyal customer base, a solid balance sheet, unique technology and so on. For instance the hedge fund might have developed a unique trading strategy that produces market-beating outcomes. The fund must decide on what to do with the results to draw new investors.


The weaknesses of an organization prevent it from operating at its best level. They are the areas that the business must be improved to stay competitive. Examples include an unprofessional brand, higher than average turnover and high amounts of debt, a weak supply chain or lack of capital.


Opportunities are favorable external circumstances that could provide an organization with an advantage in competitiveness. For instance, if a country lowers taxes, a manufacturer of cars could export their cars to an entirely new market, which will increase numbers of sales as well as shares in the marketplace.


Threats refer to the elements that could affect an business. For instance, a drought can be a risk to a company that produces wheat because it could cause damage or decrease in the yield of the crop. Other typical threats are things like the rise in costs of materials, increased competition, and a shortage of labor. and so on.

SWOT Table

1. What is our competitive edge?
2. What are the resources we have?
3. Which products are performing best?
1. How can we be improved?
2. Which products are not performing?
3. Where do we have a shortage of resources?
1. What are the new regulations that could affect the operations of your company?
2. What do our competitors do well?
3. What trends in the world of consumer are threatening business?
1. What kind of technology can we utilize to improve our operations?
2. Can we grow our core activities?
3. What market segments are there that we can be explored?

How to Use a SWOT Analysis


The company’s internal environment can be a valuable source of information to determine what are the weaknesses and strengths that are part of the SWOT evaluation. Examples of internal elements include human and financial resources physical and intangible (brand brand) assets, as well as operational efficiency.

The possible questions to include in internal variables include:

  • (Strength) What do we do well?
  • (Strength) (Strength) What is our most valuable asset?
  • (Weakness) What do we have to say to our critics?
  • (Weakness) (Weakness) What’s the product lines that perform poorly?


What happens outside the organization is equally crucial to the success of an organization as the internal elements. External influences, like market policies, monetary policies and access to suppliers are a few categories to make an inventory of potential strengths and opportunities. 1

The possible questions to include external variables include:

  • (Opportunity) (Opportunity) visible in the market?
  • (Opportunity) Which are the demographics that we’re not targeting?
  • (Threat) (Threat) are there (Threat) How many competitors are there, in what proportions?
  • (Threat) (Threat) Are there any new rules that could affect our business or our products?

Make use of a SWOT analysis in order to determine the challenges that affect your business as well as opportunities to improve the effectiveness of your business. Be aware that this is just one of the many strategies but not a definitive plan.

SWOT Analysis Example

In 2015 the Value Line SWOT analysis of The Coca-Cola Company noted strengths like its internationally renowned brand name, extensive distribution network, and potential in the emerging markets. However, it also highlighted risks and weaknesses, such as the fluctuation of foreign currencies, the increasing public desire for “healthy” beverages, and competitors from healthier beverage manufacturers.

The SWOT analysis of the company has prompted Value Line to pose some difficult questions regarding Coca-Cola’s business strategy and to also note that Coca-Cola “will probably remain a top-tier beverage provider” which offered the investors who are conservative “a reliable source of income and a bit of capital gains exposure.”

Five years after the analysis was completed five years later, five years on, the Value Line SWOT analysis proved useful since Coca-Cola remains the 6th most powerful brand globally (as it was at the time). The shares of Coca-Cola (traded under the ticker symbol KO) have grown in value by more than 60% in the five years following the time the analysis was finished.

To better understand the significance of the SWOT analysis, take the hypothetical scenario of an organic smoothie business. To comprehend how it competes in the market for smoothies, and what it could improve, it performed an SWOT analysis. In this study it discovered its strengths as being a good sources of ingredients, customized services to customers, as well as a good relationship with its suppliers. Looking at its operation, it found some weak points: a lack of diversification of products and high turnover rates and old equipment.

In examining how the external climate impacts the company’s business, it discovered potential in new technologies as well as demographics that aren’t fully explored, and a shift in culture towards healthier lifestyles. There were also threats like a winter cold that can damage crops as well as a global pandemic and difficulties within your supply chain. Alongside other strategies for planning the company utilized SWOT analysis to use SWOT analysis to capitalize on its strengths and opportunities externally to take care of threats and strengthen areas of weakness.

Frequently Asked Questions About SWOT Analysis

What Is SWOT Analysis and Examples?

SWOT (strengths and opportunities, weaknesses and threats) analyses are a strategy for identifying and analyzing internal strengths and weaknesses , as well as threats from the outside that affect the future of operations and aid in setting strategic goals. SWOT analysis isn’t limited to businesses. Individuals can also benefit from SWOT analysis to conduct a constructive self-analysis and formulate personal goals for improvement.

Home Depot conducted a SWOT analysis, resulting in an unbalanced listing of its own strengths and disadvantages as well as external factors which could be threatening its position in the market and its strategy for growth. Quality customer service, strong brand recognition, as well as positive relations with suppliers were some of the strengths that stood out; However, a constrained supply chain, dependence with an U.S. market, and the ability to replicate its business model were identified as shortcomings.

In close proximity to the weaknesses of Home Depot, its dangers were competitors close to it, the availability of substitutes as well as the state in their position on the U.S. market. The study found as well as other analyses the need to expand its supply chain as well as its global expansion would be crucial for its growth. 

How Do You Write a Good SWOT Analysis?

The process of creating SWOT analysis SWOT analysis is about analyzing and identifying the strengths and weaknesses, opportunities and threats facing a company. It is advised to start by making a list of questions you need to respond to for each component. These questions are guidelines for an SWOT analysis and forming an appropriate list. The SWOT framework is constructed in a list format, in free text or, more commonly in a four-cell table that has quadrants dedicated to each aspect. The strengths and the weaknesses of each are first listed before threats and opportunities.

What Are Threats in a SWOT?

External forces can negatively impact the performance of a business. They include competition advantages from rivals and uncontrollable forces like natural disasters, policies of governments and much more. Recognizing threats can help reveal obstacles to success and allow businesses to devise strategies to counter them.

What Are Strengths In a SWOT Analysis?

The strengths in SWOT analysis are the strengths that stand out. SWOT analysis are the positive internal processes, procedures and the behavior of a firm (what an organization does well). These are the elements which contribute to the overall success of the business and its reputation. Strengths, like high-rated customer service as well as efficient Supply Chain Management, aid businesses to maintain and improve their competitive edge.

The Bottom Line

A SWOT analysis can be the ideal way to steer meetings on business strategies. It’s a powerful idea to let everyone present discuss the company’s strengths and weaknesses, identify the threats and opportunities, and then brainstorm ideas. Sometimes, the SWOT analysis you imagine prior to the meeting changes to include factors that you didn’t know about and wouldn’t have been able to capture without the input of the group.

A business can utilize SWOT analysis for its overall business strategy meetings or to focus on one specific area, such as production, marketing or sales. In this way, you will observe the way the overall strategy formulated through your SWOT analysis will be filtered down to the specific segments below before you decide to implement the plan. You could also do the reverse by using a specific SWOT analysis for a particular segment that is integrated into a larger SWOT analysis.

Although it can be a useful tool to plan However, SWOT is not without its limitations. It’s one of many strategies for business planning and shouldn’t be used on its own. Additionally, each item that is listed in the categories does not have to be prioritized in the same way. SWOT is not able to take into account the different levels of weight. Thus, a deeper analysis is required using another method of planning.

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